Mayday! Mayday! Mayday!

Jeff Bezos always puts out an entertaining shareholders letter and this year is no exception:

The Mayday button lets users call a human to get help using the product. Some fun facts about Mayday usage from Bezos: “Mayday Tech Advisors have received 35 marriage proposals from customers. 475 customers have asked to talk to Amy, our Mayday television personality. 109 Maydays have been customers asking for assistance with ordering a pizza. By a slim margin, Pizza Hut wins customer preference over Domino’s. There are 44 instances where the Mayday Tech Advisor has sung Happy Birthday to the customer. Mayday Tech Advisors have been serenaded by customers 648 times. And 3 customers have asked for a bedtime story. Pretty cool.”

The trick is coming up with a device so simple to use that it would never even occur to the maker to come up with such a clever feature — but it is a clever feature.